AMA: Sentry Director of PMM, Alexandra Sasha Blumenfeld on Storytelling

It depends on the audience, medium, and the main goal of the story you’re telling, but a very basic framework I use—and one that I’ve found to be the most effective for b...

To align storytelling with key business objectives in a way that feels authentic to your target audience, the first step is making sure your KBOs are aligned with broader...

Driving buy-in for a new narrative style with the sales team shouldn’t happen in a marketing vacuum. It starts with working closely with sales leaders—and, depending on y...

The short answer is: talk with customers. The storylines come from them. When you’re starting from scratch with a new product, I like to focus on finding at least three k...

To make sure everyone internally agrees on what sets you apart from the competition, I like to break it down into layers. First, there's the one-liner: a simple, clear st...

The first thing to ask is, who’s your audience?Whether you're speaking to a technical end-user or a business audience, always start by leading with the differentiated out...